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顾客忠诚计划往往伴随着巨大的成本投入和实施困境,效果却未必显著。本文试图从顾客情感和关系角度,探讨顾客忠诚计划的价值感知机理。提出并围绕忠诚计划回馈的价格模糊性这一重要属性,探讨它对顾客忠诚意愿的影响和作用机制。研究1发现价格模糊回馈能较好地维持共有关系顾客的忠诚意愿,而价格模糊性对交易关系顾客的影响效果不明显。研究2显示价格模糊性是通过影响顾客对关系规范的感知契合度,进而影响忠诚意愿的;价格清晰回馈不符合共有关系规范,所以降低了共有关系顾客的忠诚意愿。
Customer loyalty program often accompanied by huge cost investment and implementation difficulties, the effect is not necessarily significant. This article attempts to explore the value perception mechanism of customer loyalty program from the perspective of customer emotion and relationship. Put forward and focus on the important attribute of the price vagueness feedbacked by the loyalty program and discuss its influence on customer loyalty and the mechanism of action. Research 1 finds that the price fuzzy feedback can better maintain the loyalty intention of the co-related customers, and the effect of the price vagueness on the trading customers is not obvious. Research 2 shows that the price ambiguity affects the customer’s loyalty to the relational norms by influencing the perceived fit of the relationship norms, and the clear price feedback does not comply with the common relational norms, thus reducing the loyalty of the co-related customers.